At Monkey See, we’ve been tackling issues head-on since 2011 and have come to see them less as a problem and more as an opportunity for our clients.
As the marketeer Nick Southgate notes, behavioural economics explains why so much traditional research is prone to error but it also points the way ahead. “The results should be liberating, fascinating and a boon to the industry”, he says.
The trick, in our view, is a systematic approach.
Monkey See has developed a model containing dozens of behavioural heuristics for which there is an established evidence base and we apply it to both the design of our research and its analysis.
This informs our choice of methodologies, how we ask questions and how we interpret the data we get back. It sparks ideas, removes bias and injects context. But most important of all it ensures that none of the many oblique heuristics known to influence behaviour are ignored or missed.